When to Make Exceptions to Your Return Policy
As an e-commerce brand, your return policy should be somewhat negotiable.
Why? Because complete adherence to policy works against you. There will be some situations where going by the book undermines customer satisfaction and retention.
Consider the customer's history with your company. Loyal, repeat customers who rarely return items should be given the benefit of the doubt. These customers are your brand ambassadors, and a goodwill gesture such as a return exception, can solidify brand loyalty.
A return can be an opportunity for your brand to improve the customer experience and gain retention.
You may also consider the reason for the return. For example, a customer who has a health component to their return, such as an allergic reaction or injury, I strongly encourage to be an automatic green light.
Customers with challenging situations, such as the death of a family member, a move, or other life-altering event should also be handled with care. These customers may be experiencing a lot of emotion, making them more likely to react passionately to the solution or lack thereof. Making return exceptions for these individuals can not only relieve them of a bit of stress, they may result in glowing reviews, referrals, and repeat business, whereas standing by your policy can add to their stress and turn them into a detractor for your brand.
When contemplating whether you should require the product back as part of the return process, consider the value of the item, the cost of the return, and the cost of creating a more positive or negative experience for the customer. If a customer is inconvenienced by returning their item, and the item happens to be something you’re no longer selling, it’s a no brainer to skip the process.
Finally, empower your customer service team to make judgment calls themselves. Training employees to recognize situations that warrant exceptions can streamline the process - no more putting the customer on hold and escalating through Slack messages! It also creates a better agent experience, and a more customer-centric culture.
By considering customer history, the reason for the return, and the impact on your business, you can turn a return into an opportunity for positive engagement!
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